Radio showmanship (Jan-Dec 1943)

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PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Department Stares GUESS WHO Once again, parlor games have come into their own, and the most avid players are those old enough to know better, namely, adults. Catering to this impulse is the Aaron Brothers Department Store, Prince Albert, Sask., in a w^eekly quarter-hour over CKBI. With pencils poised, family groups pounce tipon clues supplied by a CKBI announcer, and at program's end, the first person on the phone with correct answers is richer to the time of an Aaron Brothers merchandise prize. When show w^as still in swaddling clothes, calls came so thick and fast that equipment at the Telephone Exchange was completely tied-up. Off the air went the show. But it was off again, on again as far as sponsor was concerned. Public and sponsor set up such a clamor that the show was reinstated. To get the show back in the good graces of the telephone company, prize offering was restricted to listeners located on certain pages in the directory. AIR FAX: First Broadcast: January, 1943. Broadcast Scredule: Monday, 6:30-6:45 P.M. Preceded By: Music. Followed By: Drama. Sponsor: Aaron Brothers. Station: CKBI, Prince Albert, Sask. Power: 1,000 watts. Population: 12,290. COMMENT: Showmanship here is used to good advantage to create store traffic, and store traffic is the stuff of which sales are made. Grocery Prniliirt.s KITCHEN OF THE AIR At I 1:00 A.Ai.. the lady of the house is apt to be in the kitchen wondering what to make wilii yesterday's left-overs. If it isn't lunch that bothers her, it is something different to plan for diinier. In Baiavia, N. Y., housewives with "meal" trouble, lunc-in WBrA at 11:05 A.M. for solutions lo ihe 1 1:00 A.M. headache. Problem solver is Helen Stein. Proof that home economist Stein knows her recipes: a telephone survey revealed that Kite lieu of the Air held up locally with 40. () of the sets in service and 22.5 listening to this j)arii(uhir program. Of the permanent listeners. 'M)0 have asked for, received a weeklv parcel of kitchen-tested recipes. Red beans and rice for participating sponsors: each may include a direct mail piece in this weekly maih'ng. .Also a\aihibie are small window disphiys featuring the WBT .A 'microphone and culinary expert Stein. Each may be adjtisted to feature the specific product plugged on the sho'w. With a long record of contented sponsors, the show was no dark horse for General Baking Co. when it took on sponsorship for Bond Bread. air FAX: First Broadcast: July 16, 1941. Broadcast Schedule: Monday through Friday. 1 1 :0^ 11:35 A.M. Preceded By: News. Followed By: Music. Sponsor: General Balcing Co. Station: WBTA, Batavia, N. Y. Power: 250 watts. Population: 17,448. COMMENT: Heie is another bit to fit into the mosaic which makes the outline of a successful participating show for women. Phenomenal are the results Irom an established program of this kind. Manufacturers RAY DAUGHTERS HEALTH CLUB W^hen coach of champions Ray Daughters took to the KDKA airwaves, he gave sponsor, Austin Products, a reason for sitting up, taking notice. While on the thrice-weekly offering he puts Piiis DECEMBER, 1943 419